Impact of Value Added Services by Mobile Network Companies On Customer Retention

Abstract

Mobile value-added services (MVAS) are non-core services provided by the telecommunications industry. Short message service (SMS), Interactive Voice and Video Response (IVVR), Wireless Application Protocol (WAP), Unstructured Supplementary Service Data (USSD), utility VAS, social networking, infotainment, and m-education are all examples of this. These additional services are provided by the operator for a fee and are regarded as an effective source of additional revenue. Apart from that, these services help to improve the overall consumer experience, the pricing proposition, and the operator's return on investment (ROI). The research looks into the potential of MVAS to improve the quality of life and standard of living for large segments of the Indian population, including effective and efficient service delivery.